As Valentine’s Day approaches, the last minute stress of finding the perfect gift begins to slowly creep into our brains…and our wallets. A holiday born from the unwavering dedication of St. Valentine to marry Roman soldiers and preserve the tradition of love has somehow been transformed into a celebration of love through the purchase of goods. Huh? If St. Valentine knew how misconstrued his intentions have become, his heart would break…

Love it or hate it, there is no avoiding Valentine’s Day. More than half of the U.S. population observes Valentine’s Day; making it extremely valuable to any business seeking to make it a holiday to remember. The restaurant, hotel, flower, online dating, card, jewelry and chocolate industries all bank on consumers wanting to express their love and impress their sweeties. To accommodate the surge in product demand, these industries adjust their costs and edit their services. The price inflation of goods for the occasion doesn’t seem to distract love addicts from participating. In fact, Valentine’s Day sees steady to increasing profits annually and comes in second to Christmas as the most expensive holiday. This year’s holiday is estimated to contribute around $18.6 billion dollars to the economy; which is about $1 billion more than 2012’s spending and to date the highest projected revenue on record.

So what are people buying? A survey was conducted that showed on average consumers would spend around $131, with men spending more than women. Typically, married couples spend less money to woo their honeys, spending around $74 per spouse. Popular purchases such as flowers are projected to bring in around $13.19 billion while its yummy counterpart chocolate holds its ground at $1.6 billion. Jewelry is not the most popular gift, as only 1 in 5 are looking to splurge on the shiny presents. However few those shoppers are, big ticket price tags result in big time sales – contributing $4.4 billion to the jewelry industry. On average, most consumers indulge in practical gifts such as clothing and the least chosen Valentine’s Day gift option is gift cards, coming in at a lowly $1.5 billion.

Judging by numbers, it seems as if consumers are wildly spending. In reality, more people are discount shopping this year as compared to last year’s budget. Fewer purchases are being made in department stores. Instead, customers are bargain hunting and shopping around for the best deals within a myriad of retailers. Helping shoppers find deals is use of tables and smartphones. Discount apps and mobile websites allow for consumers to peruse online inventory, redeem coupons and bid for items all without stepping foot in a retail store.

Even in the midst of economic rehabilitation in America, Valentine’s Day is a commercial holiday and a multi-billion dollar business that continues to see growth with no signs of decline. As long as there are new couples, secret admirers or spouses looking to keep the love flame burning, there will be Valentine’s Day gifts. Who says money can’t buy love?

“On one hand access to more is terrific, more info, more options, more entertainment, more flexibility, fewer gatekeeping restrictions….. on the other hand, access to more is like a train wreck of distasteful and tacky come to town, hell bent on leaving it’s mark and lifting its skirt…a lost weekend of things we just really don’t need to know…but some how…watch anyway…”–Janice Cartier

The conversations around transparency have been rich with examples and thoughtful insights. As Janice Cartier, so colorfully observed, a little too much transparency can make us all blush with shame even as we continue to watch in abject horror.

For some this kind of transparency has become a brand that they have leveraged with success. There are many who put it all on full display, and continue to command attention, while others lose position when we get even a peek behind half closed blinds.

It is clear that there is no universal standard for transparency. We want to pull down the curtain and see the wizard in certain areas and in others we’d rather continue to believe in magic.

In The Transparent Leader, authors Herb Baum and Tammy Kling address transparency in business. They share case studies and successes from companies that developed an “open culture.” Transparency did not equate to “telling it all” but honestly communicating at all levels about issues related to the company. The book acknowledged that business leaders must balance that openness with a certain amount of filtering.

“I won’t talk about my religious beliefs, my political views, my intimate relationships, or anything else highly controversial or personal. I believe those types of discussions are meant for your immediate family (if not completely personal) and is ‘too much’ transparency.”

Heather is a business owner active in social media. She shares business and personal information but has wisely developed filters for her transparency. In her case, she realizes that too much transparency can be polarizing and may damage current and prospective relationships with customers.

From those in positions of power, we demand a higher standard of excellence. We take joy in the glimpses of transparency but if the blinds are opened too far we lose respect for their position. We like to think of them as “everyman” or “everywoman” but we don’t want them to prove it.

“We have all the tools to publish what happens at every moment in our lives, but we lack the wisdom and experience to edit all that rough draft and make something interesting.”– Jamie Grove

“…airing our dirty laundry to everyone is a little dangerous, and possibly a little over-indulgent.”–Conor

Jamie and Conor aptly point out that exercising a little editing with our transparency is wise. We really don’t have to tell it all. We can tell what is relevant, and even share a little that’s not, but exposing it all can be dangerous and alienating and as Conor noted a little over-indulgent.

Fred Schlegel offered a chilling reality: “Since there really is no way to limit what is public about our lives, we must put in place rules on how the more powerful entities use that info. Sorry to get all George Orwell on ya, but the public info is just the tip of the iceberg.”

Perhaps some believe that they will take charge of the illusion of privacy by ripping down their own veil. I know what’s behind that curtain and I’m determined to hang on to the false illusion of a little mystery for as long as I possibly can.

Does the amount of information shared change your level of respect for a person? Is the boundary the same for everyone or does it depend on other factors?

It was a muggy, grey day with bursts of rain showers. As the day progressed the storms rolled in with a fury. I heard the crack of thunder in the sky and looked out to see lightning piercing the dark clouds. The winds picked up, the trees began to sway and within minutes the room was plunged into darkness.

I sat in a room that had everything needed for light yet it was dark. Without a power source the lights were of no use.

To have light you must have equipment connected to a power source but even then you are required to activate it by turning on a switch.

How many of us start a business, or a new venture and fail to activate the resources that would produce light? We have a great plan, all the equipment and resources, and the knowledge needed but fail to flip the switch. Or perhaps we’ve done the opposite and activated but forgotten to plug into the power source. The end result is the same – you’re in the dark.

Earlier this year, I stumbled in my business. I had lights, bulbs and I was plugged into the circuit box but darkness surrounded me. I had failed to activate the switch. In fact I was trying to light the wrong room! After bumping into furniture, I finally got the picture.

Don’t stumble in the dark, plug into your power source and activate the switch. I promise you it’s much better than groping around in the dark.

How about you have you ever bumped your head in the dark? What did you learn?

There is a television show that follows around cake throwing, profanity spouting, possessed by Satan would be brides and films the train wreck for American audiences to watch on television. It is appropriately titled Bridezillas.

I have watched only bits and pieces, two minutes in and I am so appalled that I cannot bear to watch any longer. However, I have seen enough to know that it’s not entirely unlike some of the experiences of modern work life.

Bridezillas are out of control would be brides who work themselves into a frenzy over wedding veils and cake toppers. Their cellphones become megaphones of hatred where they routinely dial up their wedding party to spew venom on their day.

These bridezillas micro manage everyone associated with the wedding except of course themselves. They frequently go over budget, isolate friends and family and are never on time to events they organized in great detail. They go to great lengths for the perfect wedding day but never spend a single moment planning for the actual marriage.

Like their wedding counterparts, business bride (or groom) zillas micromanage the tiniest details while failing to prepare for the big picture. They spend numerous hours having the copywriter reorganize periods and commas, and months choosing the background color for their website. No department or vendor is spared their oversight but they never seem to spend time working on their own expertise.

They can plan a perfect launch but are unprepared to actually serve customers. They can crack the whip and get things done but lack the ability to motivate and inspire teams. The wedding bridezilla’s staff is temporary and they gladly wrap up and move on to the next project. The buiness bridezilla’s staff wishes that were true.

The moral of this un-fairy tale? Beware of monsters in frily costumes.

Have you ever met a business bridezilla? How did you manage the bad behavior while still getting your job done?

Taking time to profile your ideal client is essential. Knowing your ideal client will help you focus your business model and resources on acquiring and retaining the right clients. It will also minimize the risks inherent in gaining customers that are not a good match.

Developing a client profile is not a one-time process. You will refine it as your business evolves, and may even redefine it if you shift your business model. Below are 7 reasons you should create an ideal profile today!

You can more precisely target your market. William Tell faced execution if he did not shoot an apple off the head of his son. If he missed, he and his son would both die. Tell took careful aim and hit the target, splitting the apple in half. We may not think of precision in business as a life or death prospect but it can be. You can waste tine and money “speaking” to a large audience with hopes of reaching the right market or you can spend your resources connecting with people who want, need and value your offerings.

You will create communications that are more effective. When you know your audience you can craft your communications to speak directly to them. You can speak to their needs, wants and desire in language that is uniquely appealing to them.

No more looking for a needle in a haystack. If you wanted to see a baseball game, chances are you would not head to the local basketball court. Knowing your ideal client allows you to reach them through the right channels. You can then track, measure and enhance your ROI on marketing.

Improve your conversion rate. Your precise efforts will yield the reward of a higher conversion rate. You will no longer be attempting to sell oranges to groups who prefer apples. By targeting orange lovers with oranges, you will convert more prospects to sales.

Enhance your service. You can tailor your service to fit your market. This allows you to add custom touches that address their specific needs. Your operations will be designed for your market, improving your service and relationship to your buyers.

Increase the lifetime value of your customers. When you have identified your ideal client you can create products and services designed to meet their needs. After all you want to develop long term relationships rather than a one time sale.

You will be able to identify clients that are not a good fit. When you attempt to serve customers who are not a good fit it often results in you and the customer feeling the pain of the process. Having an ideal client profile will help you to recognize customers who would best served by someone else.

Do you have a written ideal client profile? How has it helped you in your business? If you do not have one, what has prevented you from creating it?

Last week I hinted about my “affair” and it’s time to come clean. I would never advocate the human variety of cheating but cheating on your business can be a great thing! For more than five years my primary businesshas been writing and marketing. Within those broad parameters, I have performed a wide range of functions for clients.

My affair began with a casual conversation with Trish Lambertabout clients new to the web led us to co-create a brand new shared venture. Our shared passion for helping people, and collective experiences of frustrations experienced by our clients led to “what if” discussions. What if we helped ease the way for brand new people to have a web presence? What if people on a do-it-yourself budget but lacking a do-it-yourself bandwidth had someone like us who would do it for them? What if we not only wrote their content but took them from zero to launch?

The conversations grew from excited snippets to a real plan. I soon found myself no longer talking but installing new WordPress sites, and spending hours coding and customizing. It was a flirtation, a chance to let my secret inner geek flag fly. I visited forums and learned new javascript code. I installed Firebug and began to explore the codes of sites I loved. I listened; I learned and fell in love.

I was cheating on my business, spending time on something that was not my natural area of expertise and loving it!

My flirtation will not become a full time job but it has allowed me a new perspective. Coding is precise and requires an attention to detail. Challenging my brain in this new way was not only keeping my brain healthy and young but refreshed my writing.

Stepping out on my business filled me with an excitement that had been missing in recent months. Cheating gave me the space to clearly see what I loved doing in my “real”job and what was draining me of energy and passion.

In recent weeks, I have talked with many others who are feeling a bit of wanderlust. Their stories led me to share my own journey in hopes that it would help others in need of a change without completely ditching their business. If you still love what you do but something seems off or missing, cheating can help you rediscover your passion.

Allowing yourself to flirt renews a sense of play in your work. I celebrated when I learned something new and took risks uncommon in my regular job. I was not an expert at coding and that freed me to have fun with it. Cheating on your business also exposes you to a different perspective from people that are outside of your primary industry.

Whether you have your own business or work for a company, allowing yourself a side flirtation can add value to your professional life. A flirtation can give you the space needed to assess your primary role without making major changes. You may find that you don’t have to ditch your business or job but simply spice it up with a little variety.

Have you ever strayed from your primary business role? What impact did it have on your professional and/or personal life? If you have never cheated, how do you keep yourself engaged and excited about what you do?